Sell With Authority

On this episode of Sell With Authority I’m joined by a guest who’s a true expert in superconsumer growth strategies, Eddie Yoon. Eddie is the Founder of Eddie Would Grow, a think tank and advisory firm that specializes in business growth strategy.

Eddie and his team have a remarkable track record of generating billion-dollar outcomes for their clients by harnessing the power of superconsumers. These strategies don’t just boost sales; they help create new categories and drive existing category growth.

Eddie is also the author of the book Superconsumers, published by Harvard Business Press. In his book, Eddie mapped out a framework that he designed to help companies just like yours and mine grow — but grow in sustainable — and I would argue — predictable ways.

Eddie and I talk through the framework. If you take and apply the insights, best practices, and wisdom Eddie shares during this episode — you and your team will have an even more crystal clear example of who your superconsumers are — and most importantly — how you can be helpful to them.

• Who are your superconsumers
• Who are your client’s superconsumers
• How to find and engage with your most profitable and passionate clients
• How just 10% of your clients can drive 30% -70% of your sales
• How to best leverage superconsumer potential for your business and your clients

Resources:

• Website: www.eddiewouldgrow.com
• LinkedIn Personal: https://www.linkedin.com/in/eddie-yoon-ewg/
• LinkedIn Business: https://www.linkedin.com/company/category-pirates/
• Twitter: https://twitter.com/EddieWouldGrow
• Category Pirates Substack: https://categorypirates.substack.com
• The 22 Laws of Category Design
• Superconsumers: A Simple, Speedy, and Sustainable Path to Superior Growth

On this episode of Sell With Authority, I am excited to welcome Mickie Kennedy. He is the visionary Founder of eReleases, a trailblazing company that has been empowering business owners like you and me for the past 24 years. Mickie’s mission is simple but powerful — to help you increase your visibility, authority, and credibility within your chosen niche by expertly distributing press releases to the media.

In full transparency — when I first thought about having this conversation with Mickie — I was thrilled, but I also had my fair share of trepidation. PR is a complex world of journalist databases, the art of making one press release stand out amidst a sea of others, and the delicate dance of developing relationships with editors and reporters. It’s a realm that is not within my areas of expertise.

But here’s the thing — once I took a good, hard look at the vast expanse of knowledge that Mickie possesses, things that I don’t understand how to optimize, my trepidation just evaporated. In fact, it transformed into excitement because I realized that interviewing Mickie will be an absolute game-changer for all of us.

If you take and apply the insights, best practices, and wisdom that Mickie shares, you and your team will be able to seamlessly integrate distributing press releases into your overall authority positioning strategy.

• Are press releases still used and considered helpful by journalists
• What is newsworthy enough to warrant a press release
• Best practices for crafting a press release that stands out
• The best approach for sending a press release the media will pick up
• What is the best cadence a company should follow when thinking about a strategy for distributing press releases

Resources:

• Website: https://www.ereleases.com/
• LinkedIn Personal: https://www.linkedin.com/in/publicity/
• LinkedIn Business: https://www.linkedin.com/company/ereleases/
• Facebook: https://www.facebook.com/ereleases.press.release
• Twitter: https://twitter.com/ereleases
• Instagram: https://www.instagram.com/ereleasespr/
• Master Class Video: https://www.ereleases.com/plan/

Additional Resources:

• Predictive ROI Library: https://predictiveroi.com/resources/

AI tools for sales — On this episode of Sell With Authority, I am excited to welcome back special guest David Kreiger, the Founder of SalesRoads — a remarkable sales outsourcing and appointment setting firm. He has led SalesRoads through significant growth and the company was twice listed on the Inc 5000.

David was my guest for Episode 65 of the podcast, where we dug into several uses of AI in sales, as well as, sales fundamentals. After that conversation, I immediately invited him to join me for an encore because the conversation was so amazing. Even though we covered a ton, and David was super generous in sharing his smarts, we both knew that we had only scratched the surface because the topic of AI in sales is big and the opportunities are vast.

AI tools for sales will be the focus of today’s encore. David and I are going back to the well — and are continuing to explore how you and your team can use AI inside your sales process — while ensuring your process still feels human-centered with a personal touch.

To boost your sales strategy, it’s crucial to learn the AI tools for sales, empowering you to make data-driven decisions and optimize your approach in today’s competitive business landscape.

• How you and your team can successfully use AI in your sales process while ensuring a human-centered and personal approach
• Implementing AI tools for sales can revolutionize your approach
• How to avoid fake personalization when using AI tools
• David’s blueprint for brainstorming and considering possibilities
• Best practices for using AI tools focused in sales
• How to build a prospect list
• Why jumping in and trying new things with AI tools is the best way to accelerate results

• If you want to learn more about AI tools for sales — go here and listen to our first interview with David Kreiger: Using AI in Sales
• Learn more about how David Kreiger and his Sales Roads team applies AI tools for sales by visiting them online here.
• LinkedIn Personal: https://www.linkedin.com/in/davidkreiger/
• LinkedIn Business: https://www.linkedin.com/company/salesroads/
• Twitter: https://twitter.com/kreigs

• • Predictive ROI Library: https://predictiveroi.com/resources/

For over 25 years, Stephen Woessner has been in the trenches of agency new business strategy working alongside agencies and consultants — teaching them how to build their authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

Stephen founded Predictive ROI in 2009 and remains its CEO and co-owner, along with his business partner, Erik Jensen. Stephen hosts the “Onward Nation” and “Sell with Authority” podcasts with listeners in over 140 countries and over 1,000 episodes. His agency new business and marketing insights have been featured in major media, and he’s the bestselling author of five books, including his latest entitled, “Sell With Authority.”

• Free Resources:

  • Website: www.predictiveroi.com
  • Visit our newly expanded Resource Library
  • Join us in our free How to Fill Your Sales Pipeline Facebook Group
  • Stephen’s LinkedIn: www.linkedin.com/in/stephenwoessner/
  • Join our next QA Session: https://predictiveroi.com/qa/
  • Order your free paperback or Kindle copy of our Book: Sell with Authority

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For over 25 years, Stephen Woessner has been in the trenches of agency new business strategy working alongside agencies and consultants — teaching them how to build their authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

Stephen founded Predictive ROI in 2009 and remains its CEO and co-owner, along with his business partner, Erik Jensen. Stephen hosts the “Onward Nation” and “Sell with Authority” podcasts with listeners in over 140 countries and over 1,000 episodes. His agency new business and marketing insights have been featured in major media, and he’s the bestselling author of five books, including his latest entitled, “Sell With Authority.”

Free Resources:

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group
• Stephen’s LinkedIn: www.linkedin.com/in/stephenwoessner/
• Order your free paperback or Kindle copy of our Book: Sell with Authority

We have an exceptional guest expert on this episode of Sell With Authority; I’m thrilled to have this conversation with Kathryn McGarvey. Her insights will reshape the way you approach marketing.

I had the pleasure of crossing paths with Kathryn McGarvey through a mutual friend and a previous rock solid awesome two-time guest on our podcast, Karley Cunningham. Kathryn runs The Meaningful Marketing Company, based in Napier, New Zealand. Her approach to marketing isn’t your run-of-the-mill strategy. It’s what she terms “digitally eavesdropping,” a brilliant concept of wholesome snooping that we cover in depth.

And here’s where it gets truly captivating: Kathryn has a workshop titled “Steal From Your Clients.” Yes, you heard that right! In this workshop, she empowers attendees to gather the authentic words of their clients through interviews, and then masterfully weave these insights into their own sales and marketing materials. It’s not just about writing; it’s about curating a conversation that resonates in a profoundly authentic way.

It’s about connecting with them on a deep level so that you understand their dialect and then leveraging it in ways that will generate the most return on your investment of time.

What you will learn in this episode: 

• Why Kathryn believes the insights you get from talking directly to your customers is the ultimate marketing hack
• Why Kathryn started teaching in the workshop format, and why she used the provocative title, “Steal from Your Clients”
• How Kathryn strategically introduces her concept of wholesome snooping to right-fit prospects
• What questions you should be asking your clients
• Why it is essential to follow curiosity instead of a script
• The best ways to leverage collected intel

Resources:

• Website: https://www.meaningfulmarketing.co.nz/
• LinkedIn Personal: https://www.linkedin.com/in/kathryn-mcgarvey/
• LinkedIn Business: https://www.linkedin.com/company/the-meaningful-marketing-co/

Additional Resources:

• Predictive ROI Free Resource Library: https://predictiveroi.com/resources/

For over 25 years, Stephen Woessner has been in the trenches of agency new business strategy working alongside agencies and consultants — teaching them how to build their authority within the markets they serve, grow their audience, and fill their sales pipeline with a steady stream of right-fit clients so they can win new business.

Stephen founded Predictive ROI in 2009 and remains its CEO and co-owner, along with his business partner, Erik Jensen. Stephen hosts the “Onward Nation” and “Sell with Authority” podcasts with listeners in over 140 countries and over 1,000 episodes. His agency new business and marketing insights have been featured in major media, and he’s the bestselling author of five books, including his latest entitled, “Sell With Authority.”

At Predictive ROI — we believe most agencies and consultants go about sales and new business development in the least effective, most painful way possible — and that there’s a better way. We call it the Sell with Authority Methodology.

Here’s the reality — we’re entering the era of the authority. And while you may already be sick of the phrase “thought leader,” — the truth is — there aren’t that many of them in our industry.

Thought leaders don’t write content anyone could claim. Thought leaders don’t write about anything and everything.

And thought leaders never compete on price.

Thought leaders are afforded the highest level of confidence and trust because they have a depth of knowledge and a point of view that can’t be denied or easily replicated. Thoughts leaders are also very clear on how and where they can help their clients.

And their time is now.

Building your authority position will help you grow a thriving, profitable business that can weather the constant change that seems to be our world’s reality. How do you future-proof your shop? How do you attract your right-fit clients so they’re proactively asking you how you can help them? How do you step away from the sea of other agencies and stand out?

Building a defensible authority position is the solution for all that.

And having a razor-sharp understanding of who you help (niche) and the business issues and challenges you help them solve (how you help) gets you down the path further faster. Today’s episode is another installment in our desire to help you and your team help you accomplish the goal of further faster.

Free Resources:

• Website: www.predictiveroi.com
• Visit our newly expanded Resource Library
• Join us in our free How to Fill Your Sales Pipeline Facebook Group
• Stephen’s LinkedIn: www.linkedin.com/in/stephenwoessner/
• Order your free paperback or Kindle copy of our Book: Sell with Authority

On this episode of Sell With Authority I am thrilled to welcome Tricia Brouk. Tricia is an award-winning director, producer, and mentor who has helped countless speakers step onto prominent stages worldwide. Tricia’s expertise lies in transforming individuals into industry thought leaders through the art of authentic storytelling. Her book, The Influential Voice: Saying What You Mean for Lasting Legacy, soared to the #1 spot on Amazon’s New Releases in December 2020.

Let’s take a moment to rewind and understand how this episode came to be. When Drew McLellan, CEO of Agency Management Institute, and I decided to pen our book, Sell with Authority, we knew that sharing insights and how-to’s on creating cornerstone content was a must. For those who have read our book, this valuable information is housed in Chapter 6. If you don’t have a copy yet, no worries, just visit PredictiveROI.com/Resources, and you can get your hands on a free paperback or Kindle version.

Chapter six of our book delves into what cornerstone content is and what it is not. We also offer various examples of cornerstone content types, each classified as either “writing” or “talking.” Some of these examples include podcast series, authored books, primary research studies, video series, webinars, provocative articles, and keynote speeches that define your niche and POV, steering clear of the generalist trap.

While some may gravitate towards writing, there’s a unique allure to speaking and sharing your story in a compelling manner. Speaking allows for a touch of improvisation, making the crafting, rehearsing, and delivery of content absolutely critical. This is where Tricia Brouk’s expertise shines, and it’s why I invited her to join the podcast today.

We dive into the process of transforming from a rock-solid agency owner or consultant to an esteemed thought leader. Tricia shares her wisdom on leveraging the power of storytelling without coming across as self-aggrandizing, which significantly adds value to your audience.

When we get this right and deliver an impactful speech, something extraordinary happens—we say what we mean and create a lasting legacy in the process.

What you will learn in this episode: 

• Why it is crucial to be intentional about what you are saying and how you are saying it when on stage
• Tricia’s approach to script analysis
• Why Tricia believes we are at a precipice right now when it comes to communication
• Some roadblocks to speaking with intentionality and connecting with the audience, and how to push past them
• Why a speaker should actually perform the action of waiting when standing on stage
• How to achieve mastery and command on stage
• Why credibility as a speaker does not mean you have to have a book or PhD

Resources:

• Website: https://triciabrouk.com/
• LinkedIn Personal: https://www.linkedin.com/in/triciabrouk/
• LinkedIn Business: https://www.linkedin.com/company/thebigtalk/
• Facebook: https://www.facebook.com/thebigtalkcommunity
• Instagram: https://www.instagram.com/tricia_brouk/
• Twitter: https://twitter.com/TriciaBrouk
• The Art of the Big Talk Masterclass

Additional Resources:

• Predictive ROI Free Resource Library: https://predictiveroi.com/resources/

Business Scaling Strategy? I’m thrilled to bring you our guest expert on this episode of Sell With Authority, Shane Perkins. Shane is the CEO of Unite Digital Holdings, a remarkable holding company dedicated to creating a growth-oriented ecosystem for privately held agencies across the United States.

Business scaling strategy — Shane’s primary focus is on expanding the company’s reach through strategic acquisitions, and that’s precisely why I invited him to join us today on the podcast. I had the pleasure of meeting Shane at the Build a Better Agency Summit in Chicago, an event organized annually by the Agency Management Institute. For agency owners, the Build a Better Agency Summit serves as an ideal environment to gather key takeaways and insights, helping them build profitable agencies that they may choose to sell in the future.

Here, I serendipitously bumped into Shane, and we briefly talked about the remarkable work he and his team at Unite do and best business scaling strategy. Instantly captivated by his insights, I couldn’t pass up the opportunity to invite him to join us on the podcast.

If your goal is to sell your shop someday — or to run as profitable of an agency as possible so you can build your wealth outside the agency — Shane’s advice and recommendations are incredibly helpful.

• Why an agency owner should consider what they want personally, and for their clients, incorporating elements of business scaling strategy.
• Why packaging solutions around our right-fit prospects will make scaling easier
• What represents secure and stable clients
• Milestones for agency owners to put themselves in the best position to scale their business successfully
• Pitfalls that agency owners should be thinking about if selling is the right path – and how to sidestep them

• • Website: https://unite.digital/
  • Learn more about  business scaling strategy by tuning in to Shane’s podcast: How To Win More New Business By Going Niche, Staff An Outbound Marketing Team, & Boost Agency Capabilities Via Acquisition With Bill Gadless
  • Listen to Shane Perkins’s podcast about business scaling strategy and Accelerating Your Agency By Hiring A CEO & Preventing Agency Failure here.
  • LinkedIn Personal: https://www.linkedin.com/in/shane-perkins-unite-digital/
  • LinkedIn Business: https://www.linkedin.com/company/unite-digital-now/
  • Twitter: https://twitter.com/TakeOverSEO
  • Apply to Join Shane’s Agency Group: https://unite.digital/apply/
  • Learn more about business scaling strategy and how to keep more of what you make while growing your business in this episode with Craig Cody

Sales closing techniques — She’s back! My guest on this episode of Sell With Authority is none other than my esteemed colleague and dear friend, Hannah Roth. At Predictive ROI, Hannah is not just our mad scientist and strategist; she’s a force of nature when it comes to being relentlessly helpful. Whether she’s addressing our audience in person or virtually, Hannah’s unwavering dedication to providing immense value shines through in every interaction.

What truly sets Hannah apart is her commitment to crafting a curriculum that is meticulously prepared with one overarching goal: to deliver unparalleled value to our community and right-fit clients. She pours her expertise and insights into each presentation, ensuring that everyone who listens gains actionable takeaways.

I can promise you that the challenge we tackle today has likely hindered your results and made you feel like you’re trying to scale your business with one hand tied behind your back. We’re addressing a critical aspect of agency growth—selling.

Having spent the last three decades immersed in the agency and consultancy world, I firmly believe that there are significant constraints that impede agencies from transforming selling from a dirty word into a rewarding and helpful process for both prospects and clients.

Hannah and I dive into these constraints from various perspectives, shedding light on how they may be impacting your own agency. And we share some free resources, some advice, some strategies, and tactics to help get you and your team past the constraints.

• What happens when we give our smarts away without any expectation of a return
• What is the best question to ask when starting the sales process, incorporating essential elements of successful sales closing techniques
• How we can overcome hiding from selling because of fear
• What needs to be at the forefront of our sales proposal
• How to recover when the sales call outcome is not what we wanted or expected
• Why a conceptual agreement and being upfront with the price will save time and energy
• Three things listeners can do today to start improving their sales process

• • Website: www.predictiveroi.com
  • Discover more about sales closing techniques by Listening to our Episode 37– Selling Comfortably, Easily, and Profitably, with Jeremy Miner
  • More on sales closing techniques in Episode 48– Sales Closing Techniques Without Feeling Like You’re Closing
  • Predictive ROI Frameworks Library: https://predictiveroi.com/resources/
  • LinkedIn: https://www.linkedin.com/in/hannah-roth-387a6b223/
  • Free paperback or Kindle copy of our Book: Sell with Authority